Gays/lesbians Are Receptive to Advertising

Marketing to Women: Addressing Women and Women's Sensibilities, December 2005 | Go to article overview

Gays/lesbians Are Receptive to Advertising


Gay and lesbian consumers are more receptive than their heterosexual counterparts to TV and print advertising, finds a study by Harris Interactive and Witeck-Combs Communications. Fewer than half (46%) of gays and lesbians feel that print ads "clutter" up magazines, compared with 55% of heterosexuals. Nearly a third of gays and lesbians consider magazine ads to be informative.

[GRAPHIC OMITTED]

[GRAPHIC OMITTED]

Fewer gays and lesbians than heterosexuals consider TV commercials disruptive, but online ads that pop up, waste space, or block content are equally annoying to both groups--88% of gays and lesbians and 86% of heterosexuals. As is true of Black and Hispanic consumers, gays and lesbians are more likely to buy products from brands whose marketing campaigns are targeted to them than from companies whose marketing doesn't target them. [GAYS/LESBIANS, ADVERTISING]

GAYS'/LESBIANS' ATTITUDES TOWARD PRINT ADVERTISING, COMPARED TO THOSE
OF HETEROSEXUALS
(In general, I find that magazine advertisements ...)

                            Gays/lesbians  Heterosexuals

Rarely show people like me            52%            45%

         Clutter magazines            46%            55%

  Make no difference to me            45%            46%

       Give me information            32%            28%
           I can use

                Are boring            27%            30%

          Are entertaining            23%            17%

      Motivate me to                  21%            16%
  consider buying products

              Are valuable            12%            10%

             Are offensive             7%             9%

 Often show people like me             1%             3%

SOURCES: Harris Interactive and Witeck-Combs Communications

Note: Table made from bar graph. … 

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Gays/lesbians Are Receptive to Advertising
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.